The Bay of Mighty Waters, referred to as Putatoko, was never permanently settled by Māori. The bay faces due east, with great bluffs making access to the bay a hazardous venture. Perfect conditions for surfing.
The concept pulled inspiration from the beautiful lush landscape and crashing shoreline, with a colour palette that is simple yet brings a sense of calm. The logotype is referenced from old stencils found in wool sheds.
The type would be a strong point - we needed a bold, timeless expression that felt like it was born in New Zealand, full of character. With this in mind, we took to the drawing board to create a typeface that had the character of the brand in it's bones.
Putatoko Sans is a custom typeface created in line with the Putatoko brand. This utilitarian, functional typeface was built from the ground up using a grid system. A heavy mono-line weight font with subtle nuances that tie the identity together, the sharp edges reference the form of the logotype and mark - the shape of the fin on a surfboard.
Crafted for display, with only uppercase characters, we made two alternate widths using the same weight and grid. The wide type slots in avoiding repetition of letterforms with the feeling of hand arranged type. There is flexibility in the way it's displayed, with playful moments that help the otherwise heavy type feel friendly.